COLUMBIA RECORDS
COLUMBIA RECORDS
Rosalia’s ‘lux’ album launch
Objective
LAUNCH ROSALÍA’S ‘LUX’ ALBUM
Campaign
TO TEASE THE LAUNCH OF THE ALBUM, WE USED TWO DIGITAL SPECTACULARS—ONE IN DOWNTOWN LOS ANGELES AND ONE IN TIMES SQUARE, NEW YORK—AS A PRE-CAMPAIGN ANNOUNCEMENT, REVEALING THE LUX RELEASE DATE AND BUILDING ANTICIPATION.
ONCE THE ALBUM RELEASED, WE ACTIVATED A CUSTOM UV BILLBOARD ON ONE OF LA’S HIGHEST-TRAFFIC UNITS TO COINCIDE WITH THE ALBUM LAUNCH. PRINTED WITH INVISIBLE INK THAT REMAINS HIDDEN IN DAYLIGHT AND IS ACTIVATED BY INDUSTRIAL BLACKLIGHTS AT NIGHT. DURING THE DAY, THE BOARD LOOKS LIKE A STANDARD STATIC BILLBOARD; ONCE THE SUN GOES DOWN AND THE BLACKLIGHTS TURN ON—REPLACING THE USUAL CATWALK LIGHTING—ROSALÍA’S NAME, IMAGE, AND KEY ARTWORK GLOW WITH EXTRA-VIBRANT ILLUMINATION.
Results
ROSALÍA MADE HISTORY WITH LUX, BECOMING THE FIRST ARTIST TO DEBUT AT NO. 1 ON FIVE BILLBOARD CHARTS AT ONCE AND SCORING HER FIRST TOP 10 ON THE BILLBOARD 200 AT NO. 4, WHILE ALSO BREAKING THE RECORD FOR MOST SPOTIFY STREAMS IN A SINGLE DAY BY A SPANISH-SPEAKING FEMALE ARTIST.
THROUGH MILKMONEY’S THREE HIGH-IMPACT UNITS, THE CAMPAIGN DELIVERED 9,336,381 TOTAL IMPRESSIONS ACROSS LOS ANGELES AND NEW YORK.
Key Facts
Formats
DIGITAL SPECTACULARS, UV BILLBOARD
Markets
LOS ANGELES, NEW YORK
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